In annual open enrollment communications, many organizations must explain why employee contributions have risen and coverage has changed. In our work with our clients, we see firsthand the tensions of benefits professionals. They try to offer the highest quality benefits while preventing higher costs from passing on to employees. This challenge of getting value for the money is echoed in many areas of employees’ lives outside the workplace. There is a widening gap between income and expenses that everyone is trying to address.

Fortunately, companies and employees alike are embracing Voluntary Benefits in greater numbers. Voluntary Benefits allow employers to offer a more robust benefits package to their employees. In effect, they help them “mind the gap.” They give employees the positive feeling of customization. Employees pick and choose the specific benefits that meet their needs. Coverage options range from life insurance to pet insurance to dental and vision plans; identity theft protection; even legal services and financial counseling. Voluntary Benefits are employee-paid but employees conveniently pay premiums through payroll deduction.

If your organization offers Voluntary Benefits, you should put extra effort into communicating their value to employees. You can raise awareness and increase participation in these valuable parts of your benefits offerings.

Help Employees Mind the Gap

If your employees don’t closely track their household finances, they might not understand certain life events could impact their budget.  It’s important to emphasize the overall increase in the costs of services for everything from an x-ray to an hour of legal counsel. When presented with the total, employees may see a need for additional protection.

Explain How Each Benefit Works

Take a look at the average company’s benefits communications and you’ll see its medical plan(s) front and center. Once employees wade through information on deductibles and out-of-pocket maximums, fatigue might set in when they reach the Voluntary Benefits section. It’s important to connect Voluntary Benefits, like critical illness or accident coverage, to your company’s medical plans. The location of such messages in your benefits booklets can remove some of the effort to create the connection for employees.

You should also consider creating additional, separate communications emphasize your Voluntary Benefits offerings. This will give you the opportunity to explain how each benefit works in more detail. This is a great opportunity to reinforce how each Voluntary Benefit fits into your company’s overall benefits philosophy. You want to use positive associations to help employees view Voluntary Benefits as possible solutions to the income/expense gap.

Provide Examples

One of the strengths of Voluntary Benefits is that they provide great value when compared to the cost that comes out of an employee’s paycheck. Give employees scenarios in which the benefits could potentially help cushion the impact caused by a life event. Call attention to the coverage amounts so that employees understand what would be available in each situation. If you are able to paint a clear picture, you increase the chances the scales will tip in favor of employees enrolling in the benefit.








Written by Andrew Clancy

Andrew is an experienced communications professional who specializes in multimedia content creation. He enjoys the process of building communications solutions that achieve an organization’s objectives while empowering its employees through education.

Trion Communications